I think for mainstream America EG is definitely considered a cult brand with a cult-like following. I was drawn to EG after owning a washington guide jacket:
Seem pretty basic no? Thats the thing with EG. To the casual consumer, their basic clothes are nothing special, and the brand does not hold a powerful name like more of the commoner lines popular to co-op. After owning the jacket for a while, you start to see stitches in certain places, little details like leather tabs on the drawstrings, fully sewn and detailed collar and throat latch. On certain jackets you see hints of corduroy here and there, internal pockets that can be used to pack the whole jacket away, silky smooth lining on the down/primaloft pieces, and fabrics that can't be found anywhere else. Not to mention I have jackets from 2008 that look about the same as the day I purchased them.
Moving to fit, you notice that all of the pieces have dimensions that are a little different than most brands. This is less obvious from brick and mortar, but seeing EG measurements online always throw me off, but I am usually surprised to find out that they still fit perfectly. Less than a 21" p2p on a size large jacket? That'll never work.... try the thing on and it ends up fitting me perfectly. EG spares no expense in locking down the fit of their clothes. Everything is cut to Daiki's vision of the proper fit, hence the name Engineered Garments. Some people complain about the jackets having too much volume at the midsection, but they miss the point of the classic EG fit. Nice tailored jackets that transition into loose trousers. In order to make the transition seamless the jackets need to be a little forgiving at the waste. Another very flattering look allows for the jacket collar to be popped, which is one of the main reasons a good deal of the jackets have peak lapels as opposed to notched.
Then we get down to fabrics and design. Most of this stuff is VERY aggressive to the average consumer. Floral ground jackets, printed blazers, etc. To nail the classic EG fit you can mix the crazy with the basic, this can also be done by mixing with classic americana brands which is what makes EG a great complementary brand. I see a lotta crazy stuff leftover at season end from EG and this is usually because people don't know what to think of the clothes. "Cool, but what would I wear this with?" With EG, you just gotta go for it. I am kinda lazy so I am just gonna end this here, but if I have any recommendation at all it is to just try the brand. It's not for everybody, but once it clicks you're hooked.